5. Electronic Media

Few com-ns forces are more pervasive and powerful, prominent than EM. TV and radio are everywhere. The news didn’t become new until television proclaimed it as such. Power of tv is amazing; the most people are likely to believe TV news, than to newspapers. As EM dominating now, pr prfs must know how to deal with them; more over how to succeed in this activity.

But in recent years tv news has been wracked by scandals. The push toward investigation and more inflammatory reporting on tv has created additional problems for pr ppl. These unpleasant things are the following: package scintillating news in entertaining format, talk-shows, knock-offs, inflammatory reporting, sensationalism – tv news provide better pictures and more sensational footage; more salacious – less intelligent; blurring the boundaries of legitimate news programming.

Despite on these obstacles the growth of tv, video news has overwhelmed society. One key factor in the dynamic rise of tv around the world has been the growth of the cable tv. This technical device gives huge publicity placement possibilities, opportunity to target message to specific publics.

Because of visual culture domination, organizational communicators must turn increasingly to video to communicate with significant public. So, let’s move on to organization video - VNR, PSA, SMT, VC. We can split them on internal & external.

Internally many companies create employee video magazines to help them understand corporate objectives; it’s like a stimulus for interaction, response at employee meetings.

VNR is a print news release put on the video. It aimed at max exposure on tv news. VNR continues from 30 to 90 seconds. It has proliferated because of the growth of local news programming. Pr ppl have to remember that vnrs are not for everyone. Good vnr covers breaking news, timely stories with visual impact. It’s reasonable to issue a vnr when: it’ll clarify new points on news; help create new story; can be used as background footage. Still, it’s rather expensive. It must be created, produced, packaged & distributed professionally. The fact remains, if an org-n has dramatic story, using a vnr may be the most effective way to convey the message to public.

PSA is a tv or radio commercial, usually 10 to 60 seconds long, that is broadcast at no cost for sponsor. Active users of psa are non-profit org-s; it’s available for nonprofit activity of commercial org-n. PSA is written in advertising-copy style – punchy and pointed. There are 3 primary criteria in determining which psa make the air – sponsorship, message design and relevance of the msg to community.

SMT is series of interviews conducted via satellite (betw an org-s spokesperson and TV station personalities). A successful SMT: relevance of an org-s issue and message. The key issue that must be stressed is news value.

Video Conferences. Connect audiences, long distance meetings. Convey a message (either internal or external) instantly. Visuals, interactivity (allow viewers to ask q-s).

Growth of talk radio. Controversy attranct listeners.

Radio. How to penetrate the radio marketplace? Strong focused message, localization, positive spokesppl, timeliness.